The document provides a market analysis and overview of a campaign conducted by the energy drink Burn. It summarizes that:
1) Burn was originally the leader in the energy drink market but lost share to cheaper competitors from 2008-2010.
2) In response, Burn broadened its positioning from a "night energy" drink to "energy 24/7" to combat declining sales.
3) Burn launched a campaign called "My Uni Burns" that engaged students through on-campus photo shoots and videos to vote for a concert at their university, achieving strong student participation and positive brand metrics.
Facebook is the marketing channel by michael lazerow, ceo, buddy media - we...Adrianna Parrott
Michael Lazerow argues that Facebook has become the single most important marketing channel and is now larger than Google in terms of time spent by users. He compares Facebook's growth to that of a blue whale, noting that it has grown exponentially in just three years from 25 million users to over 550 million users who spend over 700 billion minutes per month on the platform. Lazerow urges companies to recognize Facebook as a critical channel and consider building a presence on Facebook through pages, engaging fans, and integrating Facebook features into their own websites.
Social Impact of Youtube - Jin Wang s3237857Media Cultures
YouTube has become a popular platform for sharing user-generated video content. It allows anyone to easily upload and share videos, leading to the spread of viral videos watched by millions. Some YouTube celebrities have gained widespread fame for their videos and parlayed their online popularity into traditional media opportunities. The site has also been used innovatively in contexts like political debates and for organizing the YouTube Symphony Orchestra.
Coca Cola Relationshp between sales and mass communicationArchishman Deb
Coca-Cola uses aggressive advertising, celebrity endorsements, and social media to promote its products and increase sales. As advertising spending increased from 1994 to 1996, Coca-Cola's market share grew from 41% to 44%. Coca-Cola engages customers on social platforms like Facebook, Twitter, and Pinterest, and partners with organizations and movie theaters to reach target audiences. Positive public relations from sustainability initiatives and celebrity partnerships can boost sales by improving Coca-Cola's image, while negative PR from health issues or lawsuits must be addressed. Electronic media like TV, radio, and online ads, as well as corporate media in newspapers and magazines, help increase Coca-Cola's sales globally.
This document outlines a communication strategy for the energy drink Coke Burn, targeting college students and office workers aged 20-35. It identifies the target audience as brand conscious, independent, and working late night shifts. The strategy positions Coke Burn as a "no-bullshit" energy drink that provides an essential push during late nights. Key communication platforms include using a phoenix metaphor to represent "Burn-Rise-Resurrect" and emphasizing functional benefits over competitors. The strategy involves sponsoring music festivals, free samples on college campuses and in offices, and digital/social media campaigns. It identifies the target audience's media touchpoints as TV, newspapers, radio, websites and social media used during commutes, work
The digital campaign aimed to directly engage Burn's target audience of hip, young urban Indians by having 15 fashion design teams campaign for the brand on social media. This sparked fierce debates and controversies that drove engagement. Key elements included a Facebook page where the "Burn Curator" documented the creative process, a People's Choice Award voted on via Facebook, and an online gallery. The campaign exceeded its goals of generating buzz through social media without other support, with over 10,000 website visits and 4,288 votes cast. Analyzing consumer feedback showed the campaign tapped into passions and sparked intense loyalty among both contestants and supporters.
This document discusses research conducted for developing a marketing strategy for a new energy drink brand called "Burn".
1) Research findings show that while energy drink consumption in India is growing, the brand recall for Burn is very low compared to competitors like Red Bull. Sports, exercise and partying emerged as major occasions for energy drink consumption.
2) The marketing strategy proposes telling the story of passion and perseverance through digital storytelling to position Burn in the mindspace of thrill, exhilaration and amazement. Distribution will leverage Coca-Cola's strength.
3) A budget of over 20 crores is allocated across print, television, online, events and sponsorships to promote Burn through storytelling on
This document summarizes the energy drinks market in India. Red Bull dominates the market with a 71% volume share, followed by Cloud 9 and Power Horse. The market is growing rapidly due to India's youthful population, urbanization, and increasing health consciousness. Red Bull has leveraged first mover advantage through humorous advertising positioning their drink as giving "wings." Cloud 9 and Power Horse have used celebrity endorsements and sports/movie partnerships to gain recognition.
Facebook is the marketing channel by michael lazerow, ceo, buddy media - we...Adrianna Parrott
Michael Lazerow argues that Facebook has become the single most important marketing channel and is now larger than Google in terms of time spent by users. He compares Facebook's growth to that of a blue whale, noting that it has grown exponentially in just three years from 25 million users to over 550 million users who spend over 700 billion minutes per month on the platform. Lazerow urges companies to recognize Facebook as a critical channel and consider building a presence on Facebook through pages, engaging fans, and integrating Facebook features into their own websites.
Social Impact of Youtube - Jin Wang s3237857Media Cultures
YouTube has become a popular platform for sharing user-generated video content. It allows anyone to easily upload and share videos, leading to the spread of viral videos watched by millions. Some YouTube celebrities have gained widespread fame for their videos and parlayed their online popularity into traditional media opportunities. The site has also been used innovatively in contexts like political debates and for organizing the YouTube Symphony Orchestra.
Coca Cola Relationshp between sales and mass communicationArchishman Deb
Coca-Cola uses aggressive advertising, celebrity endorsements, and social media to promote its products and increase sales. As advertising spending increased from 1994 to 1996, Coca-Cola's market share grew from 41% to 44%. Coca-Cola engages customers on social platforms like Facebook, Twitter, and Pinterest, and partners with organizations and movie theaters to reach target audiences. Positive public relations from sustainability initiatives and celebrity partnerships can boost sales by improving Coca-Cola's image, while negative PR from health issues or lawsuits must be addressed. Electronic media like TV, radio, and online ads, as well as corporate media in newspapers and magazines, help increase Coca-Cola's sales globally.
This document outlines a communication strategy for the energy drink Coke Burn, targeting college students and office workers aged 20-35. It identifies the target audience as brand conscious, independent, and working late night shifts. The strategy positions Coke Burn as a "no-bullshit" energy drink that provides an essential push during late nights. Key communication platforms include using a phoenix metaphor to represent "Burn-Rise-Resurrect" and emphasizing functional benefits over competitors. The strategy involves sponsoring music festivals, free samples on college campuses and in offices, and digital/social media campaigns. It identifies the target audience's media touchpoints as TV, newspapers, radio, websites and social media used during commutes, work
The digital campaign aimed to directly engage Burn's target audience of hip, young urban Indians by having 15 fashion design teams campaign for the brand on social media. This sparked fierce debates and controversies that drove engagement. Key elements included a Facebook page where the "Burn Curator" documented the creative process, a People's Choice Award voted on via Facebook, and an online gallery. The campaign exceeded its goals of generating buzz through social media without other support, with over 10,000 website visits and 4,288 votes cast. Analyzing consumer feedback showed the campaign tapped into passions and sparked intense loyalty among both contestants and supporters.
This document discusses research conducted for developing a marketing strategy for a new energy drink brand called "Burn".
1) Research findings show that while energy drink consumption in India is growing, the brand recall for Burn is very low compared to competitors like Red Bull. Sports, exercise and partying emerged as major occasions for energy drink consumption.
2) The marketing strategy proposes telling the story of passion and perseverance through digital storytelling to position Burn in the mindspace of thrill, exhilaration and amazement. Distribution will leverage Coca-Cola's strength.
3) A budget of over 20 crores is allocated across print, television, online, events and sponsorships to promote Burn through storytelling on
This document summarizes the energy drinks market in India. Red Bull dominates the market with a 71% volume share, followed by Cloud 9 and Power Horse. The market is growing rapidly due to India's youthful population, urbanization, and increasing health consciousness. Red Bull has leveraged first mover advantage through humorous advertising positioning their drink as giving "wings." Cloud 9 and Power Horse have used celebrity endorsements and sports/movie partnerships to gain recognition.
2015 in Review: A Social Media Benchmark & Content Summary for the Energy Dri...Zuum
A benchmark and content analysis of how energy drink brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.
Pour une étude du marché des boissons de l'effort / energy drinks : extrait d...Indexpresse
Avec un chiffre d’affaires supérieur à 137 millions d’euros en 2012 dans le circuit français des grandes surfaces, le segment des boissons énergétiques ne fait plus figure de petit poucet du rayon des BRSA (boissons rafraîchissantes sans alcool). Occupé par les boissons de l’effort et les boissons énergisantes, il connaît même depuis 2008, une croissance fulgurante et ininterrompue ! A tel point qu’il concurrence désormais ...
SOMMAIRE :
- 2006 - 2013 : les energy drinks écrasent le segment des boissons énergétiques
- Entre attraction et craintes, les energy drinks créent l’événement
- Energétiques ou énergisantes, les marques veulent créer la différence
- Red Bull, le leader qui a fait trembler le segment des energy drinks
Red Bull is the world's leading energy drink brand. It was founded in 1987 by Dietrich Mateschitz after he was inspired by Asian "tonic drinks". Red Bull uses a unique marketing strategy focused on word-of-mouth promotion and associating the brand with extreme sports and youth culture. Though it faces health concerns and high prices as weaknesses, Red Bull maintains a strong brand and market leadership position through extensive promotion and branding efforts.
Energy drink companies market their products to specific consumer groups like extreme sports enthusiasts, students, and gamers. The top energy drinks are Red Bull, Rockstar, and Monster, which target male teenagers and young adults. Energy drink advertisements use symbols, appeals to needs for sex, affiliation and escape, and imply that drinking their product will make one's life more exciting or empowering.
The Indian energy drinks market is growing at 50% annually with consumption of 1.5 million cases per year. New energy drinks regularly enter the market both through imports and domestic production. Target groups for energy drinks include school-going teenagers for affordability and college students as an alternative to hard liquor. Key target markets are social/sports clubs, health centers, gyms, youth events, colleges, lounge bars, restaurants, and sports events. The market is growing fast over the last 5 years with many new products launching featuring innovative ingredients and targeting different consumer groups. Red Bull currently dominates the market with around 70% share as the first mover since 2003. The energy drinks segment is projected to lead beverage sector growth over the
The document discusses the marketing strategies used to target youth for alcoholic energy drinks. It notes how these drinks are designed to appeal to youth through packaging that mimics non-alcoholic energy drinks and through viral marketing campaigns on social media. The combination of alcohol and caffeine in these drinks also poses public health risks. Researchers recommend actions for communities and governments to curb marketing of these drinks to youth.
This document summarizes research into energy drink consumption among teenagers and young adults. It used the Addressable Minds program to segment consumers into three groups - Party People, Flavor Lovers, and Health Enthusiasts. Different messaging was identified as most effective for each segment. The research found that flavor, effectiveness, and health were major concerns and that bottle design and colors were also important influences on teenage consumption of energy drinks. Peer pressure and endorsements had less impact than initially thought.
Red Bull is an energy drink launched in 1987 that was derived from a Thai drink. It contains caffeine, taurine, B vitamins and sugar. It aims to increase performance, concentration, reaction speed and vigilance. It is popular with athletes, students, and those who need energy boosts. In Pakistan it is distributed through warehouses and sold at universities, parties and sports events. Competitors include other energy drinks and the company addresses challenges through reliable distributors and promotional activities.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei
Red Bull has built strong brand equity through non-traditional marketing strategies. They focus on experiential marketing like events and sports sponsorships. This helps create an image of the brand as fun and associated with an active lifestyle. While successful, Red Bull's marketing faces risks expanding into unrelated areas like food or magazines. Maintaining their marketing momentum may require developing lower-priced extensions that stay true to positioning their drinks as energy boosters. Their advertising is effective at reaching both young partygoers and older professionals by focusing on the core benefit of energy and stimulation.
Red Bull targets millennials who enjoy extreme sports. They sponsor daring stunts globally to back their slogan "Red Bull gives you wings" and maintain the top market share. By livestreaming risky feats for millions to watch, Red Bull keeps consumers engaged throughout each event to reinforce the brand's adventurous personality.
Red Bull has 50% market share in Canada and $2 billion in global sales. It sponsors sports teams associated with its target consumers. Competitors like Monster Energy and Rockstar have gained market share. Red Bull's target market is young urban males aged 16-29 who participate in extreme sports. Its positioning is that Red Bull increases performance and concentration during stressful situations. Its advertising campaign will feature people in different roles where Red Bull helps their performance through print ads in magazines and billboards. The campaign aims to show Red Bull as versatile for different lifestyles and occupations while discouraging mixing it with alcohol.
Red Bull has built brand equity through memorable advertising, unique events, and word-of-mouth marketing. It samples products widely to generate buzz. While brand extensions could diversify revenue, Red Bull risks diluting its brand if extensions do not align well with customer perceptions. Red Bull should carefully research how extensions might impact brand image before pursuing new product categories or services.
Energy drinks can contain as much caffeine as 5 cans of soda and consumption has increased dramatically among teenagers and young adults in recent years. While moderate caffeine consumption may provide some benefits, energy drinks pose health risks due to potentially dangerous ingredients and interactions with alcohol. Manufacturers are not required to label or regulate caffeine content and combinations of energy drinks and alcohol can increase the risks of dangerous behavior. Healthier alternatives like water, milk, and 100% fruit juice provide hydration without caffeine and are less expensive options.
Red Bull is a pioneer in the energy drink category worldwide and was the first to create the energy drink category in India when it launched in 2003. Although it keeps a lower profile than cola majors, Red Bull has established itself as the leader in the energy drink market with a 29% global market share. Red Bull's marketing strategy relies heavily on sponsoring extreme sports and lifestyle events to build brand awareness among its target market of 15-30 year olds. It uses an integrated marketing communications approach including television, print, radio, online and event sponsorships to promote the brand.
Inspirational timeline of the past decade of creative ideas that broke convention in the industry. Once it broke, everyone wanted it for their brand. The challenge is not to mirror what has been done, but to question how to break the next convention and chart the future.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
SoMe 2014 Submission: Oregon is Our Classroomportlandstate
Portland State University's 2014 Social Media Awards submission for "Oregon is Our Classroom" campaign held in May 2013. To learn more about PSU social media, please visit: http://www.pdx.edu/connect/login-and-link-up
Webinar: How to Build a Global Community OnlineFalcon.io
Alexa, help me build a community, not a following. Since social media usage is up, now is the time to start building that social media empire you've been dreaming of. Online communities build brand awareness, increase leads, and drive conversions. With a clear purpose and the right moderation, these communities can become one of your most powerful marketing channels. In a matter of weeks, COVID-19 forced the last few reluctant marketers to embrace digital transformation. Online and higher education institutions mobilized real quick to foster even stronger online relationships that businesses in almost any industry can learn from. Their ability to adapt to this uncertain and unfamiliar time is why they are now winning the social media community game.
Watch full webinar here: https://www.falcon.io/webinars/global-community/
Most companies want to adopt social media in their marketing strategy, but have doubts about how it adds to their targets. This slideshow showcases 10 proven social media approaches.
2015 in Review: A Social Media Benchmark & Content Summary for the Energy Dri...Zuum
A benchmark and content analysis of how energy drink brands performed in 2015 on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy Drink, and 5-Hour Energy.
Pour une étude du marché des boissons de l'effort / energy drinks : extrait d...Indexpresse
Avec un chiffre d’affaires supérieur à 137 millions d’euros en 2012 dans le circuit français des grandes surfaces, le segment des boissons énergétiques ne fait plus figure de petit poucet du rayon des BRSA (boissons rafraîchissantes sans alcool). Occupé par les boissons de l’effort et les boissons énergisantes, il connaît même depuis 2008, une croissance fulgurante et ininterrompue ! A tel point qu’il concurrence désormais ...
SOMMAIRE :
- 2006 - 2013 : les energy drinks écrasent le segment des boissons énergétiques
- Entre attraction et craintes, les energy drinks créent l’événement
- Energétiques ou énergisantes, les marques veulent créer la différence
- Red Bull, le leader qui a fait trembler le segment des energy drinks
Red Bull is the world's leading energy drink brand. It was founded in 1987 by Dietrich Mateschitz after he was inspired by Asian "tonic drinks". Red Bull uses a unique marketing strategy focused on word-of-mouth promotion and associating the brand with extreme sports and youth culture. Though it faces health concerns and high prices as weaknesses, Red Bull maintains a strong brand and market leadership position through extensive promotion and branding efforts.
Energy drink companies market their products to specific consumer groups like extreme sports enthusiasts, students, and gamers. The top energy drinks are Red Bull, Rockstar, and Monster, which target male teenagers and young adults. Energy drink advertisements use symbols, appeals to needs for sex, affiliation and escape, and imply that drinking their product will make one's life more exciting or empowering.
The Indian energy drinks market is growing at 50% annually with consumption of 1.5 million cases per year. New energy drinks regularly enter the market both through imports and domestic production. Target groups for energy drinks include school-going teenagers for affordability and college students as an alternative to hard liquor. Key target markets are social/sports clubs, health centers, gyms, youth events, colleges, lounge bars, restaurants, and sports events. The market is growing fast over the last 5 years with many new products launching featuring innovative ingredients and targeting different consumer groups. Red Bull currently dominates the market with around 70% share as the first mover since 2003. The energy drinks segment is projected to lead beverage sector growth over the
The document discusses the marketing strategies used to target youth for alcoholic energy drinks. It notes how these drinks are designed to appeal to youth through packaging that mimics non-alcoholic energy drinks and through viral marketing campaigns on social media. The combination of alcohol and caffeine in these drinks also poses public health risks. Researchers recommend actions for communities and governments to curb marketing of these drinks to youth.
This document summarizes research into energy drink consumption among teenagers and young adults. It used the Addressable Minds program to segment consumers into three groups - Party People, Flavor Lovers, and Health Enthusiasts. Different messaging was identified as most effective for each segment. The research found that flavor, effectiveness, and health were major concerns and that bottle design and colors were also important influences on teenage consumption of energy drinks. Peer pressure and endorsements had less impact than initially thought.
Red Bull is an energy drink launched in 1987 that was derived from a Thai drink. It contains caffeine, taurine, B vitamins and sugar. It aims to increase performance, concentration, reaction speed and vigilance. It is popular with athletes, students, and those who need energy boosts. In Pakistan it is distributed through warehouses and sold at universities, parties and sports events. Competitors include other energy drinks and the company addresses challenges through reliable distributors and promotional activities.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei
Red Bull has built strong brand equity through non-traditional marketing strategies. They focus on experiential marketing like events and sports sponsorships. This helps create an image of the brand as fun and associated with an active lifestyle. While successful, Red Bull's marketing faces risks expanding into unrelated areas like food or magazines. Maintaining their marketing momentum may require developing lower-priced extensions that stay true to positioning their drinks as energy boosters. Their advertising is effective at reaching both young partygoers and older professionals by focusing on the core benefit of energy and stimulation.
Red Bull targets millennials who enjoy extreme sports. They sponsor daring stunts globally to back their slogan "Red Bull gives you wings" and maintain the top market share. By livestreaming risky feats for millions to watch, Red Bull keeps consumers engaged throughout each event to reinforce the brand's adventurous personality.
Red Bull has 50% market share in Canada and $2 billion in global sales. It sponsors sports teams associated with its target consumers. Competitors like Monster Energy and Rockstar have gained market share. Red Bull's target market is young urban males aged 16-29 who participate in extreme sports. Its positioning is that Red Bull increases performance and concentration during stressful situations. Its advertising campaign will feature people in different roles where Red Bull helps their performance through print ads in magazines and billboards. The campaign aims to show Red Bull as versatile for different lifestyles and occupations while discouraging mixing it with alcohol.
Red Bull has built brand equity through memorable advertising, unique events, and word-of-mouth marketing. It samples products widely to generate buzz. While brand extensions could diversify revenue, Red Bull risks diluting its brand if extensions do not align well with customer perceptions. Red Bull should carefully research how extensions might impact brand image before pursuing new product categories or services.
Energy drinks can contain as much caffeine as 5 cans of soda and consumption has increased dramatically among teenagers and young adults in recent years. While moderate caffeine consumption may provide some benefits, energy drinks pose health risks due to potentially dangerous ingredients and interactions with alcohol. Manufacturers are not required to label or regulate caffeine content and combinations of energy drinks and alcohol can increase the risks of dangerous behavior. Healthier alternatives like water, milk, and 100% fruit juice provide hydration without caffeine and are less expensive options.
Red Bull is a pioneer in the energy drink category worldwide and was the first to create the energy drink category in India when it launched in 2003. Although it keeps a lower profile than cola majors, Red Bull has established itself as the leader in the energy drink market with a 29% global market share. Red Bull's marketing strategy relies heavily on sponsoring extreme sports and lifestyle events to build brand awareness among its target market of 15-30 year olds. It uses an integrated marketing communications approach including television, print, radio, online and event sponsorships to promote the brand.
Inspirational timeline of the past decade of creative ideas that broke convention in the industry. Once it broke, everyone wanted it for their brand. The challenge is not to mirror what has been done, but to question how to break the next convention and chart the future.
What makes a social media campaign go viral? What do social brands all have in common? Get the answers to these questions, and discover all the steps to take in order to drive your campaign to success.
To request Part 2 , please email Alessandra@whitecubemedia.com.
Research and presentation by Alessandra Rao
SoMe 2014 Submission: Oregon is Our Classroomportlandstate
Portland State University's 2014 Social Media Awards submission for "Oregon is Our Classroom" campaign held in May 2013. To learn more about PSU social media, please visit: http://www.pdx.edu/connect/login-and-link-up
Webinar: How to Build a Global Community OnlineFalcon.io
Alexa, help me build a community, not a following. Since social media usage is up, now is the time to start building that social media empire you've been dreaming of. Online communities build brand awareness, increase leads, and drive conversions. With a clear purpose and the right moderation, these communities can become one of your most powerful marketing channels. In a matter of weeks, COVID-19 forced the last few reluctant marketers to embrace digital transformation. Online and higher education institutions mobilized real quick to foster even stronger online relationships that businesses in almost any industry can learn from. Their ability to adapt to this uncertain and unfamiliar time is why they are now winning the social media community game.
Watch full webinar here: https://www.falcon.io/webinars/global-community/
Most companies want to adopt social media in their marketing strategy, but have doubts about how it adds to their targets. This slideshow showcases 10 proven social media approaches.
The document discusses winners from the 20th anniversary of the Webby Awards in 2016. It analyzes winners across different categories like websites, online video, advertising, mobile apps, and social. Some highlighted winners included an interactive website for the Rainforest Guardian organization, Google's interactive Halloween trends site, a map showing happiness levels across London neighborhoods, and a whiskey company's video-enabled online sales experience. The key aspects of many winners were their use of interactivity, rich content, social media integration, images/videos, and interactive campaigns.
This document summarizes Qinisani Gazu's background, experience in the Unilever Internship Program (ULIP), and a social couponing project he worked on. It outlines his educational and professional background, including studying chemistry and working as a research assistant. It then describes the social couponing project objectives of growing Unilever's Facebook communities, encouraging social sharing, and building a customer database. It provides details on how the social couponing program worked, the challenges faced, recommendations, and key learnings around leadership and stakeholders.
The document provides a recap of the 2011 Igniting Creative Energy Challenge program. It outlines the program details including national and state events, measurement of successes, social media results, and key learnings. Over 10,000 students participated across 11 events. Coverage included over 100 print and online articles. Recommendations for 2012 include increasing sales force promotion, simplifying logistics, securing media partnerships, and developing year-round communications.
The document outlines an organization's social media marketing strategy, which focuses on community engagement, content creation, and influencer partnerships across various platforms like Facebook, Twitter, Instagram, and YouTube. It emphasizes the importance of peer-to-peer word of mouth marketing and discusses key digital trends like the rise of mobile usage and niche networks. Examples are provided of music festivals and artists that saw success through this social media approach.
Brendan Walsh - Experiential Marketing: How the Best Brands Amplify Their Liv...Brooke Boyle
This document provides an overview of experiential marketing strategies used by top brands. It profiles Red Bull's Stratos skydiving stunt that broke two world records and engaged millions online. It also profiles Bud Light's "Whatever USA" activation that took over a town and invited influencers, generating hundreds of millions of social impressions. Finally, it discusses Mole Street's own DIY music festival "Molestice" that engaged the local community and garnered press coverage. The document emphasizes capturing content, clear goals, audience research, and trying unconventional ideas.
1) The document discusses the convergence of digital and out-of-home advertising (DOOH) driven by trends like increased connectivity, digitalization, and changing consumer behaviors.
2) It introduces Clear Channel Play as a new DOOH platform that allows for creative rich and continuous animations, relevance through location-based messaging, immediacy through live updates, and engagement through interactions.
3) Key benefits of DOOH highlighted are the ability to change messages by context like location, time of day, or consumer mindset, as well as integrate interactions and start conversations between brands and consumers.
Bart Van den Notelaer, Manager Digital Sales Clear Channel Belgium and speaker at the DOOH WORKSHOP on July 4 2012, gave an insight on how people can interact with messages on digital screens in different environments using various technologies and creative features.
Turner Classic Movies engages both cinephiles & pop cultural junkies with deep and broad social outreach. Chatting at the Atlanta Social Media Club, we explain how we innovate with social marketing.
Volkswagen maintains a strong presence on major social media platforms like Facebook, Twitter, YouTube and LinkedIn where they engage customers by sharing company updates, promotions and answering questions, while also using platforms like Twitter to listen to customer feedback and address any issues. They promote their 'Innovations for Everyone' program across social media and leverage viral content and contests to build excitement around new models and drive customers to dealerships.
World Cup Social Media PR Case Study - Continental Tyres and C&MBeyond
So, Fabio Capello and his well groomed troops may have been off the boil at this summer’s World Cup, BUT C&M AND CONTINENTAL TYRES WEREN’T. Check out our brand awareness Social Media PR case study...
Here are some suggestions for how Rhymix fans could connect with artists through an online magazine:
- Artist interviews and profiles: Fans enjoy learning about the artists and their music. Interviews provide a personal connection.
- Fan forums/comment sections: Dedicated forums or the ability to comment on articles gives fans a place to discuss the music and interact with each other. Artists may participate.
- Social media links: Connecting the site to artist profiles/pages on YouTube, Facebook, Twitter, etc. allows direct interaction between fans and artists.
- Competition/giveaways: Fans enjoy the chance to win tickets to shows or a meet & greet. Artists can offer prizes to their most engaged fans
This document discusses emerging trends in public relations and communications related to technology, content, and audiences. It emphasizes the importance of mobile strategies, social media, personalized and on-demand content, and seamless experiences across devices. Professionals must lead by innovating with new technologies, understanding audiences, and producing content for multiple platforms. Personalization, hashtags, and archived content allow for on-demand access. A responsive and multi-platform approach is needed to engage audiences who access information from many "seamless screens". Mobile strategies like apps and responsive design are crucial for communications in today's digital age.
This is the presentation made by University of Oklahoma Student Media to the OU Faculty and Staff senates describing our self-study, "Imagine the Future: Campus Media in a Digital Age."
The document describes a social networking platform targeted towards students aged 16 to 26. It aims to promote real social engagement through events on and off campus, inspiring users to spend less time online and more with others. The platform can be encountered offline through advertising campaigns and university partnerships encouraging downloads. Online, users can see friends' activities, invite others to shared interests, feel closer to their community, and have a better college experience.
The document describes a social networking platform targeted towards students aged 16 to 26. It aims to promote real social engagement through events on and off campus, inspiring users to spend less time online and more time interacting with others in person. The platform is accessible through iOS, Android, and web applications and encourages community bonding and a stronger college experience by allowing users to see friends' activities, invite friends to shared interest events, and feel more connected to their community.
04062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
An astonishing, first-of-its-kind, report by the NYT assessing damage in Ukraine. Even if the war ends tomorrow, in many places there will be nothing to go back to.
Acolyte Episodes review (TV series) The Acolyte. Learn about the influence of the program on the Star Wars world, as well as new characters and story twists.
Here is Gabe Whitley's response to my defamation lawsuit for him calling me a rapist and perjurer in court documents.
You have to read it to believe it, but after you read it, you won't believe it. And I included eight examples of defamatory statements/
El Puerto de Algeciras continúa un año más como el más eficiente del continente europeo y vuelve a situarse en el “top ten” mundial, según el informe The Container Port Performance Index 2023 (CPPI), elaborado por el Banco Mundial y la consultora S&P Global.
El informe CPPI utiliza dos enfoques metodológicos diferentes para calcular la clasificación del índice: uno administrativo o técnico y otro estadístico, basado en análisis factorial (FA). Según los autores, esta dualidad pretende asegurar una clasificación que refleje con precisión el rendimiento real del puerto, a la vez que sea estadísticamente sólida. En esta edición del informe CPPI 2023, se han empleado los mismos enfoques metodológicos y se ha aplicado un método de agregación de clasificaciones para combinar los resultados de ambos enfoques y obtener una clasificación agregada.
Essential Tools for Modern PR Business .pptxPragencyuk
Discover the essential tools and strategies for modern PR business success. Learn how to craft compelling news releases, leverage press release sites and news wires, stay updated with PR news, and integrate effective PR practices to enhance your brand's visibility and credibility. Elevate your PR efforts with our comprehensive guide.
2. Market Analysis
• 2003 burn was launched in 2003 and was the first Energy drink in
the market with National distribution and Marketing
Communication support.
• 2003 – 2005 Being the “establisher” of Energy Drink category and
had enjoyed 80% of Market Share
• 2005 Non Stop and Red Bull has been launched , investing in to
total segment rapid growth.
• 2006 - 2008 Main competition is between two premium Brands
(Burn & Red Bull). Non-Stop is cheap (-44% discount vs. Burn) and
flat.
• 2008 Summer (Crisis Start) Cheap Energy feast!! Non –Stop is
enjoying rapid growth. Burn & Red Bull in Decline
• 2009 -2010 Boom of cheap Energy Drinks! Burn suffers the most,
both due to image and distribution (trade presence) issues.
3. Problem
• Burn has traditionally been perceived as a night-time energy drink and
was an undisputed leader up to 2005*. From 2006 onwards competitors’
timid attacks at the night-time energetic market began.
• By 2009 the brand faced serious problems. Night life territory was under
serious attack, first of all by lower priced energetics.
• In order to fight back the market share Burn broadens the consumption
situations and changes the “night energy” positioning to “energy 24/7”.
* Source : Burn. Internal data.
4. Campaign tasks
• To make Burn the #1 day-time choice among youth on the “energy 24/7”
platform
• To strengthen brand loyalty among current customers
• To engage the audience in an online dialogue with the brand
5. Strategy
First of all we took a different look at the TA and learnt about our consumers
the following:
they want to prove that nothing is impossible
they want to conquer the world day and night
So we decided to make it possible for them to hang out not only from dusk till
dawn, but from dawn till dusk as well.
To create an opportunity for 24/7
participation of the young people in the
brand’s activity
6. Campaign idea
While the others are waiting for the night to fall, Burn
offers you real drive already in day time
Party-goers, trendsetters and party geeks, change the time on your
watches. Now you can party and continue studying. Right away at
your alma mater. Meet the idea that we’ve created by teaming up
with you. Meet the daytime party at your university
Meet “My uni burnssss!”
7. Realization
• On day X all active students by coming to a square of their university were
able to take part in photo shoot and in improvised day disco party. All the
photos were edited into a video that was placed in social networks
(Vkontakte/Facebook) and on the promosite for online voting.
• The students of the winning university would receive a great concert
performed by the popular band “Boombox”.
• The slogan of the campaign became an aggressive call-to-action
“Free your fire!”
• The campaign took place in May-June 2011 and included
three waves
8. Realization
• The first wave actively incited the students to ‘set a fire” in the Burn-events
• The events were held at 10 universities of 5 Ukrainian cities. At first glance, not
very impressive figures for a national level promo. But behind those numbers
there are 200 000 students that were involved in our events! A unique content was
created especially for each university: shooting of ten different stop-motion videos
with all the slides been printed on hundreds of t-shirts. Within two days of photo
shooting over 5000 pictures were made, over 2000 of them became part of the
videos uploaded for voting at social networks and the promo site.
• The possibility to get night-club impressions made the events
unique and different from previous campaigns: the students could
dance to music played by a DJ, shoot cool and dynamic photos and
at the same time become the main characters in a video about
their own alma mater.
9. Realization
• The second wave of the campaign was the main one
• At the special website www.my-univer-burns.com people could observe voting in
real time and find out which of the universities was in the lead. For convenience all
the votes from the groups in Vkontakte, Facebook and YouTube were pulled up to
the website. On their walls in Vkontakte and on Facebook the students could
publish photographs of themselves wearing t-shirts as well as links to the videos of
their universities with incitements to vote, like, re-tweet and support in every
possible way.
10. Realization
• The third wave was the most intense – the winner university was selected
• We were slightly shocked by the students’ activity and the minimum gap between
the two leaders: KPI (Kyiv) and LNPU (Lvyv).
• What is to be done? From the very beginning only one concert was promised.
However, the young guys and girls participated with the intensity of the Burn
principle: act now, don’t give up and you’ll pull through.
• And they did!
• Burn decided to reward both leading universities with concerts:
one in Kyiv, the other in Lvyv.
16. Results
• Burn has set the record 21% growth in brand relevance for morning time
consumption for the entire year. It created a significant gap of 27% with the main
competitor Red Bull. Daytime consumption has grown by +6% while Red Bull’s
performance had dropped*
* Source : UMG-International, Radar 2010-2011.
17. Results
• Burn was named favourite brand by 43% of consumers, which is +5% higher than
last year’s result
• At the same time a dramatic downfall of Red Bull is observed at -12%. Only 9%
named it their favorite drink
*Source: UMG-International, Radar 2010-2011.
18. Results
• Record results were received during the two weeks of the campaign:
20 075 votes in total were cast for the universities;*
131 290 views of the universities videos in YouTube during 2 weeks of
voting. In comparison the music video of the popular band “Boombox”
released in April 2011 got only approx. 127 000 views in 5 months;**
140 000 unique visitors at my-univer-burns.com;*
400 000 page views of my-univer-burns.com (during 6 weeks of
campaign);*
12 000 visitors per day during the peak of voting;*
amazing earned media of 20 000 references in Google by direct
request «Мy university burns” by the time the campaign
ended.*
*Source: my-univer-burns.com site statistics, YouTube brand channel.
**Source: music channel Ello http://www.youtube.com/user/ello (240 million views),
http://www.youtube.com/MyUniverBurns
20. Results
• Student truly enjoyed the photo shooting sessions. The T-shirts with the
video scenes were liked so much that many users updated their profiles in
social networks with the personal photo taken in this unique T-shirt
21. Results
• In order to support their own university students created special groups
and meetings. Several unique groups were opened in Vkontakte in order
to provide latest updates on a contest and arrange meetings in real life
22. Results
• Students were involved in the competition in record numbers and involved their
acquaintances:
– Lyubomyr Mudryi: “Hurrah! LNPU video received 2700+ your votes in
Vkontakte thank you for your support!!! Let’s invite new people to vote more
actively!!! TOGETHER WE WILL WIN THIS COMPETITION!!!”
• Within 2 minutes after this comment 136 votes were added.
– Yura Slavych: “KPI is 114 votes ahead… and that’s despite the
fact I passed the link of the video to all my friends and 50% of
them – to their friends… Guys, let’s be more active! send to
everyone you know and don’t know )))
• After this comment KPI lost its leadership position. However, not for
long.
23. Results
• over 17 000 people visited the concerts (approx 35% students of each
winning university).
• 16 995 of them began the day after with a can of Burn to make it to a class